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Megan Prangley
by Megan Prangley
on June 23, 2017

Kermit the Frog knows it isn't always easy being green, but thanks to local solar providers popping up all over the country, tax incentives, and countless benefits, solar energy is becoming more affordable than ever. Many solar providers have been asking ManoByte, "How does inbound marketing work in my industry?" Ask, and you shall receive!

Here are a few ways the inbound methodology will help you spread the solar love, getting more people to "go green."

Inbound Arms Businesses with Content

Content is a cornerstone of inbound marketing, without content there is no foundation for the rest of the process. Content comes in many forms such as a business blog, eBook, webinar, podcast, etc. Content is especially beneficial in the solar industry because there's still confusion and misconceptions surrounding solar energy such as: panels require constant maintenance, they're expensive, or not effective in cold/cloudy climates, etc. Many of your leads are unfamiliar with the tax breaks they can receive or the amount of time a panel will pay itself off in savings.

So, how do your help your prospects discover all of this? A well-planned inbound marketing campaign ensures you'll have content for each phase of the buyer's journey. That content will nurture your leads and get them ready to talk to your sales team. People have a lot of questions and prefer to do their searching online. Inbound benefits solar energy companies by giving their leads what they desire with easy and transparent answers.

Inbound is Customer-Centric

Nobody likes cold-calls and intrusive marketing initiatives, which is why inbound marketing is a customer-centric approach. Inbound best practices help inform companies like yours to craft better blogs and emails to give the customer what they need to solve their problems. Many companies make a mistake by taking a "sales first" approach instead of letting the marketing team nurture a lead.

Target and Segment Customers More Effectively

Do you know your customers like that back of your hand? A lot of businesses have a hard time creating their buyer persona, which is a fictional representation of your ideal customer. Knowing your persona helps inform your marketing initiatives. Most businesses have 3-5 buyer personas, and inbound marketing helps you tailor your strategy to each of these unique customers. This is incredibly important for a solar energy company because chances are you don't have extra funds to waste on the wrong marketing initiatives.

The information you get from inbound tools, such as landing pages, helps inform your salespeople, so they know how to approach each lead in a personalized and unique way. Using marketing automation software, like HubSpot, helps track leads and their actions. It's easier to connect with a lead if you know exactly what they've been reading and downloading off your website. Segmenting by persona, demographic, emails opened, or stage in the buyer's journey is no longer a guessing game when you have inbound marketing strategies and Hubspot working together. 

Inbound is Green(er)

Alright, so using your computer to track leads, create content, and analyze your marketing data may take electricity, but think about it, inbound is a much more 'green' industry than older marketing tactics. Traditional methods, often called 'outbound marketing', include initiatives like newspaper ads, billboards, and magazines. Think about all of that wasted paper you can ditch when you go digital. It only makes sense that an industry as environmentally conscious as solar energy has a marketing plan to match it, right?

 

Sources: 

Omnepresent

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